What the growth of supermarket-owned brands means for your trolley

If it feels like you're seeing more supermarket-owned brands on the shelf, you're right.In the past financial year, Coles' private label sales increased by over 6 per cent, while Woolworths increased by 5.5 per cent, and there are more own-brand expansions on the way.What does this growth in private label products mean for shoppers, and for smaller businesses vying for a spot on the shelf?